Japan has a reputation for taking things to extremes. So how do you launch Japan’s most extreme drink in Australia? You take the madness of Japan and turn it up a notch. Two sumo wrestlers, one sword master, a whole lot of frozen lemons and one unique process. Introducing -196: Extreme Japanese Spirit.
To maintain authenticity, the films were shot in Tokyo with a Japanese crew and purposefully followed the standard 15-second Japanese ad format.
The campaign went on to become Suntory’s most successful launch ever, picking up local and global awards for effectiveness.
Effie Worldwide - Global Grand Effie x1
Effie Awards (Australian) - Gold x1, Silver x2